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MARK5814 T1-无代写
时间：2024-02-15
MARK5814 T1-2024 Assessment Information
7 February 2024
1
MARK5814 Digital Marketing
Assessment Information
T1-2024
Page
1. Class Participation (10%). 2
2. Case Study (15%).
3. Individual Presentation (15%).
3
5
4. Group Project – Digital Marketing Plan (30%). 7
5. Individual Assignment – Digital Marketing Evaluation Report (30%). 13
MARK5814 T1-2024 Assessment Information
7 February 2024
2
1. Class Participation (10%)
Class participation will provide opportunities for peer learning which will strengthen
students’ ability to actively argue their decisions regarding digital marketing issues. This
will foster the development and understanding for alternative approaches and provide an
opportunity for reflective learning. This is designed to stimulate and encourage new ideas
through the process of class discussion.
Your participation includes the responsibility to share your understanding and judgment
with the class in order to advance the group's collective skills and knowledge. This means
we will need your active participation to make the class a rewarding experience for
everyone. If you read the materials assigned for every class, thoroughly prepare cases, take
part in pertinent discussions, listen to others with respect, you will be rewarded.
Marking Criteria Weighting
Evidence of preparation (e.g., advance reading of the related
materials, such as book chapter, journal article or case) and
ability to discuss/debate the issues.
35
Quality of expression and presentation of arguments. 30
Quality of contribution during the class and group discussion
(e.g., using theory to explain real-world phenomena, using
theory to propose a solution or identify a problem).
35
Total 100
Students are expected to thoroughly read any case discussion materials, textbook chapters
or handout materials prior to the lecture and actively participate in discussions. Each
week, students will be allocated textbook chapter or recommended article to read prior to
attending the class. Active participation refers to making intelligent comments and
providing arguments related to the discussion topic. You are also required to respond to
the lecturer/tutor’s questions as much as you can during the class. Additionally, students
should respond to the responses of others in the class.
Moreover, each week, students will be asked to provide written comments or questions
during class/tutorial exercises, either as a group or as an individual.
If you are unable to attend the tutorial on a regular basis during the term and have a valid
reason, please email Dr Terrence Chong (terrence.chong@unsw.edu.au) by 15 February
2024 to discuss an alternative arrangement.
MARK5814 T1-2024 Assessment Information
7 February 2024
3
2. Case Study (15%)
Due date: 16:00, Monday, 4 March 2024.
Word limit: Maximum 750 words (All included except UNSW assignment cover sheet,
references, and appendices).
Submission: To TurnitinTM via Moodle.
Task:
You are required to analyse the case:
Atomberg Technologies - Leveraging Digital Marketing to Accelerate Its
Omnichannel Strategy
https://hbsp.harvard.edu/tu/2d11e22c
Please copy the entire link into a new browser window to get access to the case study.
Based on the information provided in the case and your own research, answer all two
questions below. Use theory and/or secondary data, e.g., published government report,
consulting report to form critical discussions and support your arguments.
1. Conduct a situation analysis for Atomberg to identify a key marketing problem or
opportunity in the Australian market if it decides to officially enter it.
2. Which two digital channels (as noted in case Exhibit 7) would you most recommend
for launching a marketing campaign targeting the Australian market? Give reasons.
Required format:
• The School of Marketing Assignment Cover Sheet as the first page.
• Question 1 answer.
• Question 2 answer.
• References.
You are free to include an appendix; however, no mark is allocated to the information
contained in the appendix.
Additional format requirements:
• Font size and style: Font size: 12. Style: Times New Roman.
• Margin: 2.5 cm.
• Space: Double-spaced throughout the paper.
• This course uses in-text referencing, for more information also see Business School
Harvard Referencing Guide - UNSW Business School.
https://www.business.unsw.edu.au/Students-
Site/Documents/Harvardreferenceguide.pdf
MARK5814 T1-2024 Assessment Information
7 February 2024
4
You must reference all non-original work, e.g., if you take an idea from an academic journal
article, book, magazine, or website, you must reference it. Do not reference lecture
notes/PowerPoint, you must go to the original source, i.e., book, article, magazine, website.
Marking rubric:
CRITERIA FAIL PASS CREDIT DISTINCTION HIGH
DISTINCTION
Critically analyse
and evaluate
problems or issues
in the case study
using relevant
theory and research
(supporting
evidence). (60%)
Does not analyse
and evaluate a
marketing
problem or issue,
or uses
theory/research
inaccurately.
Provides a
limited analysis
and evaluation
of a marketing
problem or issue,
using a very
limited range of
relevant
theories/research
.
Provides some
analysis and
evaluation of a
marketing
problem or issue,
using relevant
theories/research
.
Provides a sound
analysis and
evaluation of a
marketing
problem or issue,
using a good
range of relevant
theories/research
.
Accurately
evaluates and
synthesises a
marketing
problem or issue
using a range of
appropriate
theories and
research.
Structure and
organise writing to
express complex
ideas or contexts.
(20%)
Disjointed and
poorly
sequenced
paragraphs and
ideas make
reading and
comprehension
problematic.
Key issues are
not identified.
Text is
repetitive.
Text has unclear
focus.
Paragraphs and
ideas show basic
organisation
with some logic.
Text has basic
focus with some
repetition.
Some key issues
have been
identified.
Paragraphs and
ideas are
logically
organised to
form an
integrated
whole.
Text has clear
focus with
minimal
repetition.
Key issues are
logically and
clearly
presented.
Sound and
logical
presentation of
paragraphs and
ideas with a
good flow of
thoughts.
Text has clear
focus with no
repetition.
Key issues are
logically and
clearly
presented.
Focus of text is
immediately
apparent.
Arrangement of
paragraphs and
ideas constitutes
a smooth flow
from issues to
conclusions and
builds and
maintains the
interest of the
reader.
Use words and
sentences to
persuade or
communicate
intended meaning in
writing, presentation
style and formatting.
(20%)
Choice of
language fails to
make meaning
clear or impedes
understanding
because of errors
in usage.
Sentences are
simplistic and
disjointed.
Text does not
clearly articulate
an argument or a
cogent
conclusion.
Text has many
spelling and
grammatical
errors.
Inconsistent
presentation
styles or does
not meet the
format
requirements.
Choice of
language
generally
articulates an
argument and a
conclusion, or
communicates
intended
meaning.
Text is generally
characterised by
competent use of
language.
Meaning is
generally clear
and
unambiguous.
Some spelling
and grammatical
errors are
evident in the
text. Some
inconsistent
presentation
styles or does
not fully meet
the format
requirements.
Choice of
language is
effective in
articulating an
argument and a
conclusion, or
communicating
intended
meaning.
Text is
characterised by
competent use of
language and
varying sentence
structure.
Meaning is clear
and
unambiguous.
Minor spelling
and grammatical
errors are
evident in the
text. Consistent
presentation
styles and meets
the format
requirements.
Choice of words
and sentence
structure is
precise and
demonstrates
command of
discipline-
specific
language skills.
Text uses
accurate
language to
articulate its
purpose.
Spelling,
grammar and
syntax are
generally error-
free. Good
presentation
styles and meets
the format
requirements.
Choice of words
and sentence
structure is
precise and
compelling and
demonstrates
outstanding
command of
discipline-
specific
language skills.
Text uses fluent
and accurate
language to
articulate its
purpose.
Spelling,
grammar and
syntax are error-
free. Very good
presentation
styles and meets
the format
requirements.
MARK5814 T1-2024 Assessment Information
7 February 2024
5
3. Individual Presentation (15%)
One aspect of developing a good Digital Marketing Plan is to do good research and get
feedback on improvements prior to putting the final report together. As part of the team,
students will be given time to work on their group projects during Week 1 – Week 4 (Tutorial
1 – Tutorial 4) and will then individually present their findings to the class/tutor for feedback
during Week 5 – Week 10 (Tutorial 5 – Tutorial 9).
Due date: 16:00, the day before the presentation.
Submission:
The presenting students are expected to submit a soft copy of PowerPoint slides 16:00 the
day before their presentation to TurnitinTM via Moodle. For example, PowerPoint slides
submission is due 16:00 Tuesday if the presentation is anytime on Wednesday. Similarly,
PowerPoint slides submission is due 16:00 Wednesday if the presentation is anytime on
Thursday. Standard late penalty applies for late submission of PowerPoint slides to
TurnitinTM via Moodle.
Task:
One member of each group will prepare and deliver an individual live presentation (up to
maximum 10 minutes) with respect to one key aspect of the Digital Marketing Plan.
• Group Member #1 to present in Week 5 (Tutorial 5) on organisation profile, situation
analysis, and main problem/opportunity identified.
• Group Member #2 to present in Week 6 (Tutorial 6) on persona, SMART objectives,
and overall strategy.
• Group Member #3 to present in Week 8 (Tutorial 7) on digital solution 1 – digital
marketing strategy, marketing tactic, detailed implementation, and action plan for this
specific solution.
• Group Member #4 to present in Week 9 (Tutorial 8) on digital solution 2 – digital
marketing strategy, marketing tactic, detailed implementation, and action plan for this
specific solution.
• Group Member #5 to present in Week 10 (Tutorial 9) on digital solution 3 – digital
marketing strategy, marketing tactic, detailed implementation, and action plan for this
specific solution.
Lectures are scheduled for these weeks. You are expected to make progress on the
assignment on your own. However, consultations can be arranged.
Presentation time: Maximum 10 minutes presentation + 5 minutes Q&A
Format requirements:
This course uses in-text referencing, for more information also see Business School Harvard
Referencing Guide - UNSW Business School.
https://www.business.unsw.edu.au/Students-Site/Documents/Harvardreferenceguide.pdf
MARK5814 T1-2024 Assessment Information
7 February 2024
6
You must reference all non-original work, e.g., if you take an idea from an academic journal
article, book, magazine, or website, you must reference it. Do not reference lecture
notes/PowerPoint, you must go to the original source, i.e., book, article, magazine, website.
Marking rubric:
CRITERIA FAIL PASS CREDIT DISTINCTION HIGH
DISTINCTION
Coherent,
professional and
logically
structured analysis
and
recommendations.
(60%)
No clear logic or
flow to the
presentation.
Poor research.
No appropriate
referencing. No
application of
digital marketing
concepts,
models, or
tactics.
Some structure
for the
presentation.
Adequate
research with
some mistakes &
correct
referencing.
Some
application of
digital marketing
concepts,
models, or
tactics.
Good logical
structure flow
for the
presentation and
well presented.
Good research &
correct
referencing.
Good application
of digital
marketing
concepts,
models, or
tactics.
Well-structured
presentation,
reflecting high
level of
integration in the
whole
presentation.
Very well
research from
multiple sources
& correct
referencing.
Very good
application of
digital marketing
concepts,
models, or
tactics.
Well-
structured,
synthesised
into a rich
presentation.
Excellent
logical structed
analysis and
flow. Very well
presented.
Excellent
research &
correct
referencing.
Excellent
application of
digital
marketing
concepts,
models, or
tactics.
Ability to engage
the audience using
the presentation.
(40%)
Poor opening
address. Poor
eye contact with
audience. A lot
of reading. Bad
body language.
Poor visual aids.
Difficult to
follow. Poor
time
management.
Neutral opening
address. Some
eye contact with
audience. Some
reading. Neutral
body language.
Some difficulty
to follow.
Ordinary visual
aids. Time
management
OK.
Neutral opening
address and eye
contact with
audience.
Engaged
audience
adequately. No
reading.
Expression
generally
accurate. Time
management
OK.
Good opening
address and eye
contact with
audience. Good
body language.
Have impact on
audience. Some
lapses in
attention noted.
Good time
management.
Very good
opening
address, eye
contact with
audience, and
body language.
Very good
visual aids.
Showed
creativity and
flair. Delivery
engaging and
memorable.
Very
professional.
Seamless time
management.
MARK5814 T1-2024 Assessment Information
7 February 2024
7
4. Group Project – Digital Marketing Plan (30%)
Due date: 16:00, Monday, 22 April 2024.
Word limit: Maximum 2,500 words (All included except UNSW assignment cover sheet,
references, and appendices).
Submission: To TurnitinTM via Moodle.
No. of students per group: 3 – 5.
Group formation (i.e., selecting your own group members) and firm/company selection
(i.e., your group will choose a firm/organisation from a list of available
firms/organisations) will be organised in Week 1 tutorial. Please make sure you attend
Week 1 tutorial. If you are unable to attend Week 1 tutorial, please contact your tutor
24 hours in advance to make an alternative arrangement.
Main tasks:
Applying the skills and knowledge developed in this course, as a digital marketing
consultant, you are required to create a Digital Marketing Plan for this Group Project for your
chosen firm/organisation that covers a three months period. In the Digital Marketing Plan,
you are required to analyse and identify the current marketing problem of the selected
firm/organisation, then propose digital marketing solutions.
Be creative and make the written report professional and reader-friendly.
Recommended structure and format for Digital Marketing Plan:
You can include but are not confined to the following components. Due to word limits, you
cannot include all dot points or components listed below. Some components listed below may
be not relevant to your specific analysis. You should choose to include the components that
suit your analysis. For example, there are different aspects of situation analysis. You may want
to focus on one or two aspects rather than generally talking about all aspects. Focusing on
one or two aspects can give you space to analyse in depth and suggest insights, which lead to
higher marks.
Please include: The School of Marketing Assignment Cover Sheet as the first page
Executive summary:
• The Executive summary should fit into a paragraph.
• A brief summary of the main goals and recommendations of the plan, helping readers
find the plan’s major points quickly.
MARK5814 T1-2024 Assessment Information
7 February 2024
8
• The Executive Summary should capture the soul of the plan. That is, the reader should
be able to know what the entire plan is about, without reading every single section.
1. The organisation profile
• Company background (industry, size, operations).
• Digital business models of the company.
• Description of the firm’s product or service portfolio.
2. Situation analysis
2.1 Online customer analysis
• Analysing online customer behaviors, online customer journey, and online customer
experiences.
• Analysing factors in the digital marketing environment that may affect customer
buying process.
2.2 Online market analyses and decisions
• Based on what criteria did you segment the whole online market?
• Briefly describe each online market segment.
• Evaluate 2 or 3 potential online market segments for the company, especially for
solving the main problem.
• Specify a set of online market segments selection criteria.
• Select a target online segment and argue for it as the most viable and profitable online
market segment based on your selection criteria.
• Supporting evidence and statistics to prove the viability and profitability of the online
segment.
2.3 Competitive analysis
• Conduct a brief competitive analysis for the company in the selected target online
segment.
• The analysis should be on 1 or 2 key online competitors.
• Impact of the internet on different competitive forces in the selected target online
segment.
MARK5814 T1-2024 Assessment Information
7 February 2024
9
2.4 Macro-environment analysis
• Political forces.
• Economic forces.
• Social forces.
• Technological forces.
• Legal forces.
• Environmental/cyber security risk.
3. Identify the main problem and SMART objectives for your digital marketing plan
• Identify the main problem based on the situation analysis.
• Identify the main reasons leading to the main problem. Design your strategies and
recommendations to address these reasons.
• Define financial objectives and digital marketing goals (i.e. sales volume, ROI), with
SMART criteria (please provide justifications for each of the SMART criteria, e.g. why
and how you choose or decide on each criterion?)
4. Specific digital marketing strategies
• Strategy formulation for your solutions.
• Customer persona, segmentation and targeting.
• Digital media and marketing mix implications: product, price, place, promotion,
people, process, and physical evidence.
• Approach to social media to improve customer loyalty and advocacy.
• Plan to manage customer engagement and customer relationship using digital tools.
5. Potential solutions
• Set out 2 or 3 optional digital solutions or marketing tactics to the main problems.
• Analyse the pros and cons of these 2 or 3 digital optional solutions.
• With each potential digital solution implemented, what is the return on investment
(ROI), feasibility of implementation?
• Anticipate important positive or negative developments in the business environment
that might have an impact on these potential digital solutions.
• Recommend the best digital solution with rationales and justifications.
MARK5814 T1-2024 Assessment Information
7 February 2024
10
6. Implementation and action plans
• How to deliver the digital customer experience for your strategies? Launch a new
website or app? Upgrade current website or app?
• Design a specific digital marketing/media campaign.
• Which digital media channel to use for the campaign? Assess the suitability of different
digital media channels for your designed campaign.
• Spells out specific action programs that answer the following questions: What will be
done? When will it be done? Who will do it? How much will it cost? Does the company
need to recruit new talents to implement the plan? Does the company need to hire
external agencies to implement the plan?
• Craft key activities that the company should undertake in the plan time frame.
7. Evaluation of your digital marketing strategies and campaigns
• Design a process to collect measures for your digital marketing strategies and
campaigns.
• Provide an estimation of all costs and potential returns that might incur due to the
implementations of your digital marketing strategies and campaigns. What is the
baseline for the estimates? What are the references?
• What are the milestones to achieve for your recommended plan, that can serve as
progress checkpoints? What data will be collected during the implementation? How to
analyse the data to review the plan progress?
8. Reference list
9. Appendix (if applicable)
• You are free to include an appendix; however, no mark is allocated to the information
contained in the appendix.
Additional format requirements:
• Font: Headings - Font size: 14; main text - Font size: 12. Times New Roman is
preferable.
• Margin: 2.5 cm.
MARK5814 T1-2024 Assessment Information
7 February 2024
11
• Space: Double-spaced throughout the paper, except the Executive Summary.
• Presentation style for Executive Summary: Font size: 12, 1.5 spaced, no more than
one page.
• This course uses in-text referencing, for more information also see Business School
Harvard Referencing Guide - UNSW Business School.
https://www.business.unsw.edu.au/Students-
Site/Documents/Harvardreferenceguide.pdf
You must reference all non-original work, e.g., if you take an idea from an academic journal
article, book, magazine, or website, you must reference it. Do not reference lecture
notes/PowerPoint, you must go to the original source, i.e., book, article, magazine, website.
Manage group dynamics:
You are expected to actively manage the conduct of meetings and record members’
contributions and the decisions/actions agreed to at each meeting. Clearly documented
procedures and agreed outcomes are a sound professional tool when working in groups. Each
student within the group will receive the same mark unless there is a dispute about an
individual’s contribution.
Choose your group members wisely. It is important to note that management of group
dynamics is your responsibility. Keep in mind that assignment of clear responsibilities as well
as development of consistent group norms, such as regular meetings, communication, and
division of labour, is essential for cohesive group performance. Also, take note of the meeting
discussions and group dynamics in case there is any dispute on the contribution of the
members.
Conflict and grievance procedures:
Groups function best when everyone participates actively in the development and resolution
of the task. However, sometimes you will need to address situations where one or more
members do not attend meetings or complete their work. In the first instance, such issues
should be handled within your group.
If a grievance issue arises and it cannot be resolved within the group, then the next step is to
discuss the situation with the lecturer. Based on the evidence provided, the lecturer will make
a decision as to whether a single group mark is warranted or whether individual marks are to
be awarded. Please keep your meeting notes, drafts, and email communication in case there is
any dispute.
MARK5814 T1-2024 Assessment Information
7 February 2024
12
Marking rubric:
CRITERIA FAIL PASS CREDIT DISTINCTION HIGH
DISTINCTION
Level of summary,
research,
referencing,
presentation style
and formatting
(30%)
Poorly research.
No appropriate
referencing.
Inconsistent
presentation
styles through all
parts.
Research
adequate.
Correct
referencing.
Some
inconsistent
presentation
styles through all
parts.
Research good.
Correct
referencing.
Consistent
presentation
styles through all
parts.
Researched very
well (multiple
good sources).
Correct
referencing.
Consistent
presentation
styles through all
parts.
Research
excellent.
Correct
referencing.
Consistent
presentation
styles through
all parts.
Appropriate
use of tables
and diagrams.
Coherent,
professional and
logically
structured analysis
and
recommendations
(50%)
No clear logic or
flow to the
report. No
application of
course concepts
or models in
problem
identification,
analysis and/or
solution
identification.
Some structure
for the report,
though relatively
poor integration
between report
parts. Little
support among
report parts.
Some
application of
course concepts
or models in
problem
identification,
analysis and/or
solution
identification.
Good logical
structure flow
for the report
and from one
report part to
another. Some
support among
report parts.
Good application
of course
concepts or
models in
problem
identification,
analysis and/or
solution
identification.
Well-structured
report, reflecting
high level of
integration
among different
report parts.
Good support
among report
parts. Very good
application of
course concepts
or models in
problem
identification,
analysis and/or
solution
identification.
Well-
structured,
synthesised
into a rich
report.
Excellent
logical
structured
analysis and
flow from one
report part to
another.
Excellent
support among
report parts.
Excellent
application of
course
concepts or
models in
problem
identification,
analysis and/or
solution
identification.
Clear, concise,
insightful writing
(20%)
Poor level of
reflected
understanding.
Inaccurate
expression
making meaning
unclear.
Basic effort in
reflecting
understanding.
Inaccurate
expression
making meaning
sometimes
unclear.
Some insightful
reflection.
Expression
generally
accurate.
Insightful
reflection.
Consistent
expression
making meaning
concise and
clear.
Exceptionally
insightful
(reflected
understanding).
Fluent
expression
making it very
easy to read
and
comprehend.
MARK5814 T1-2024 Assessment Information
7 February 2024
13
5. Individual Assignment – Digital Marketing Evaluation Report (30%)
Due date: 16:00, Sunday, 28 April 2024.
Word limit: Maximum 2,500 words (All included except UNSW assignment cover sheet,
references, and appendices).
Submission: To TurnitinTM via Moodle.
Task:
This report is designed to help you reflect on your own experiences as a consumer being
targeted by a specific brand through its digital marketing activities. The brand can be any
brand with which you have had multiple engagement, purchasing, or consumption
experiences. For example, it could be a fashion brand, an online marketplace, an online game,
a food delivery service, or an online streaming service. Ideally, you should select a brand
where some forms of digital engagement exist. By recording and analyzing your own
experiences, particularly in reference to the theories of digital marketing, you should begin to
evaluate the effectiveness of certain digital marketing efforts.
For this assignment, you are required to discuss your experiences with the digital marketing
activities of your chosen brand. The digital marketing activities may include, for example,
social media marketing, mobile app marketing, content marketing, email and SMS marketing,
referral marketing, and/or display advertising, aimed at increasing your engagement with the
brand.
Format and instruction:
Please include: The School of Marketing Assignment Cover Sheet as the first page
Executive summary:
You should only briefly summarise the digital marketing activities experienced, digital
marketing theories discussed, and key recommendation(s) proposed. This should be no more
than half a page. Have a separate page for the executive summary.
1. Description of the digital marketing activities experienced.
Describe your chosen brand (focus on only one brand, the brand can be any firm or
organisation) and its business model. Describe in detail what specific digital marketing
activities the brand has done to engage you. Document each digital marketing activity
experienced and what value you received from each activity (e.g., quality value, economic
value, social value, emotional value). Discuss at least two digital marketing activities. You
are also required to give an overall engagement rating and whether you would recommend
this brand to a close friend or family member (all using 5-point scales).
This section should be no more than 800 words.
MARK5814 T1-2024 Assessment Information
7 February 2024
14
2. Analyse and evaluate the digital marketing activities experienced.
Analyse and evaluate the digital marketing activities using relevant digital marketing theories
(concepts, frameworks and/or models) and support this with good secondary data.
In addition to the MARK5814 text, you should at least read and refer to two recent academic
journal articles (published after 2016, excluding 2016) that are related to the digital marketing
theories you are going to apply to analyse your experience and form your recommendation(s)
and implementation.
This section should be no more than 800 words.
3. Recommendation(s) and implementation
Based on the analysis, make a recommendation for improvement - or if your evaluation was a
very positive one, then indicate what lessons could be passed on to other brands. By applying
digital marketing theories, you should briefly make a recommendation on how the brand may
improve their digital marketing activities. However, do not recommend theory or ideas in this
section. Practical and specific recommendation(s) are required. Recommendation(s) should
be evaluated in terms of its advantages and disadvantages (strong and weak points) and you
need to justify your recommendation(s). No more than two recommendations should be
made. Use valid supporting evidence to argue why such recommendations are practical and
useful.
In this section you should specifically explain how you would implement the recommended
solutions. What should be done, by whom, when, in what sequence, what it will cost (rough
estimates) and other such issues.
Remember, if a recommended solution cannot be realistically implemented, then it is not a
solution at all.
This section should be no more than 800 words.
4. Reference list
5. Appendix (if applicable)
• You are free to include an appendix; however, no mark is allocated to the information
contained in the appendix.
Additional format requirements:
• Font: Headings - Font size: 14; main text - Font size: 12. Times New Roman is
preferable.
• Margin: 2.5 cm.
• Space: Double-spaced throughout the paper, except the Executive Summary.
• Presentation style for Executive Summary: Font size: 12, 1.5 spaced, no more than
half a page.
MARK5814 T1-2024 Assessment Information
7 February 2024
15
• This course uses in-text referencing, for more information also see Business School
Harvard Referencing Guide - UNSW Business School.
https://www.business.unsw.edu.au/Students-
Site/Documents/Harvardreferenceguide.pdf
You must reference all non-original work, e.g., if you take an idea from an academic journal
article, book, magazine, or website, you must reference it. Do not reference lecture
notes/PowerPoint, you must go to the original source, i.e., book, article, magazine, website.
Marking rubric:
CRITERIA FAIL PASS CREDIT DISTINCTION HIGH
DISTINCTION
Level of summary,
research,
referencing,
presentation style
and formatting
(30%)
Poorly research.
No appropriate
referencing.
Inconsistent
presentation
styles through all
parts.
Research
adequate.
Correct
referencing.
Some
inconsistent
presentation
styles through all
parts.
Research good.
Correct
referencing.
Consistent
presentation
styles through all
parts.
Researched very
well (multiple
good sources).
Correct
referencing.
Consistent
presentation
styles through all
parts.
Research
excellent.
Correct
referencing.
Consistent
presentation
styles through
all parts.
Appropriate
use of tables
and diagrams.
Coherent,
professional and
logically
structured analysis
and
recommendations
(50%)
No clear logic or
flow to the
report. No
application of
course concepts
or models in
problem
identification,
analysis and/or
solution
identification.
Some structure
for the report,
though relatively
poor integration
between report
parts. Little
support among
report parts.
Some
application of
course concepts
or models in
problem
identification,
analysis and/or
solution
identification.
Good logical
structure flow
for the report
and from one
report part to
another. Some
support among
report parts.
Good application
of course
concepts or
models in
problem
identification,
analysis and/or
solution
identification.
Well-structured
report, reflecting
high level of
integration
among different
report parts.
Good support
among report
parts. Very good
application of
course concepts
or models in
problem
identification,
analysis and/or
solution
identification.
Well-
structured,
synthesised
into a rich
report.
Excellent
logical
structured
analysis and
flow from one
report part to
another.
Excellent
support among
report parts.
Excellent
application of
course
concepts or
models in
problem
identification,
analysis and/or
solution
identification.
Clear, concise,
insightful writing
(20%)
Poor level of
reflected
understanding.
Inaccurate
expression
making meaning
unclear.
Basic effort in
reflecting
understanding.
Inaccurate
expression
making meaning
sometimes
unclear.
Some insightful
reflection.
Expression
generally
accurate.
Insightful
reflection.
Consistent
expression
making meaning
concise and
clear.
Exceptionally
insightful
(reflected
understanding).
Fluent
expression
making it very
easy to read
and
comprehend.
7 February 2024
1
MARK5814 Digital Marketing
Assessment Information
T1-2024
Page
1. Class Participation (10%). 2
2. Case Study (15%).
3. Individual Presentation (15%).
3
5
4. Group Project – Digital Marketing Plan (30%). 7
5. Individual Assignment – Digital Marketing Evaluation Report (30%). 13
MARK5814 T1-2024 Assessment Information
7 February 2024
2
1. Class Participation (10%)
Class participation will provide opportunities for peer learning which will strengthen
students’ ability to actively argue their decisions regarding digital marketing issues. This
will foster the development and understanding for alternative approaches and provide an
opportunity for reflective learning. This is designed to stimulate and encourage new ideas
through the process of class discussion.
Your participation includes the responsibility to share your understanding and judgment
with the class in order to advance the group's collective skills and knowledge. This means
we will need your active participation to make the class a rewarding experience for
everyone. If you read the materials assigned for every class, thoroughly prepare cases, take
part in pertinent discussions, listen to others with respect, you will be rewarded.
Marking Criteria Weighting
Evidence of preparation (e.g., advance reading of the related
materials, such as book chapter, journal article or case) and
ability to discuss/debate the issues.
35
Quality of expression and presentation of arguments. 30
Quality of contribution during the class and group discussion
(e.g., using theory to explain real-world phenomena, using
theory to propose a solution or identify a problem).
35
Total 100
Students are expected to thoroughly read any case discussion materials, textbook chapters
or handout materials prior to the lecture and actively participate in discussions. Each
week, students will be allocated textbook chapter or recommended article to read prior to
attending the class. Active participation refers to making intelligent comments and
providing arguments related to the discussion topic. You are also required to respond to
the lecturer/tutor’s questions as much as you can during the class. Additionally, students
should respond to the responses of others in the class.
Moreover, each week, students will be asked to provide written comments or questions
during class/tutorial exercises, either as a group or as an individual.
If you are unable to attend the tutorial on a regular basis during the term and have a valid
reason, please email Dr Terrence Chong (terrence.chong@unsw.edu.au) by 15 February
2024 to discuss an alternative arrangement.
MARK5814 T1-2024 Assessment Information
7 February 2024
3
2. Case Study (15%)
Due date: 16:00, Monday, 4 March 2024.
Word limit: Maximum 750 words (All included except UNSW assignment cover sheet,
references, and appendices).
Submission: To TurnitinTM via Moodle.
Task:
You are required to analyse the case:
Atomberg Technologies - Leveraging Digital Marketing to Accelerate Its
Omnichannel Strategy
https://hbsp.harvard.edu/tu/2d11e22c
Please copy the entire link into a new browser window to get access to the case study.
Based on the information provided in the case and your own research, answer all two
questions below. Use theory and/or secondary data, e.g., published government report,
consulting report to form critical discussions and support your arguments.
1. Conduct a situation analysis for Atomberg to identify a key marketing problem or
opportunity in the Australian market if it decides to officially enter it.
2. Which two digital channels (as noted in case Exhibit 7) would you most recommend
for launching a marketing campaign targeting the Australian market? Give reasons.
Required format:
• The School of Marketing Assignment Cover Sheet as the first page.
• Question 1 answer.
• Question 2 answer.
• References.
You are free to include an appendix; however, no mark is allocated to the information
contained in the appendix.
Additional format requirements:
• Font size and style: Font size: 12. Style: Times New Roman.
• Margin: 2.5 cm.
• Space: Double-spaced throughout the paper.
• This course uses in-text referencing, for more information also see Business School
Harvard Referencing Guide - UNSW Business School.
https://www.business.unsw.edu.au/Students-
Site/Documents/Harvardreferenceguide.pdf
MARK5814 T1-2024 Assessment Information
7 February 2024
4
You must reference all non-original work, e.g., if you take an idea from an academic journal
article, book, magazine, or website, you must reference it. Do not reference lecture
notes/PowerPoint, you must go to the original source, i.e., book, article, magazine, website.
Marking rubric:
CRITERIA FAIL PASS CREDIT DISTINCTION HIGH
DISTINCTION
Critically analyse
and evaluate
problems or issues
in the case study
using relevant
theory and research
(supporting
evidence). (60%)
Does not analyse
and evaluate a
marketing
problem or issue,
or uses
theory/research
inaccurately.
Provides a
limited analysis
and evaluation
of a marketing
problem or issue,
using a very
limited range of
relevant
theories/research
.
Provides some
analysis and
evaluation of a
marketing
problem or issue,
using relevant
theories/research
.
Provides a sound
analysis and
evaluation of a
marketing
problem or issue,
using a good
range of relevant
theories/research
.
Accurately
evaluates and
synthesises a
marketing
problem or issue
using a range of
appropriate
theories and
research.
Structure and
organise writing to
express complex
ideas or contexts.
(20%)
Disjointed and
poorly
sequenced
paragraphs and
ideas make
reading and
comprehension
problematic.
Key issues are
not identified.
Text is
repetitive.
Text has unclear
focus.
Paragraphs and
ideas show basic
organisation
with some logic.
Text has basic
focus with some
repetition.
Some key issues
have been
identified.
Paragraphs and
ideas are
logically
organised to
form an
integrated
whole.
Text has clear
focus with
minimal
repetition.
Key issues are
logically and
clearly
presented.
Sound and
logical
presentation of
paragraphs and
ideas with a
good flow of
thoughts.
Text has clear
focus with no
repetition.
Key issues are
logically and
clearly
presented.
Focus of text is
immediately
apparent.
Arrangement of
paragraphs and
ideas constitutes
a smooth flow
from issues to
conclusions and
builds and
maintains the
interest of the
reader.
Use words and
sentences to
persuade or
communicate
intended meaning in
writing, presentation
style and formatting.
(20%)
Choice of
language fails to
make meaning
clear or impedes
understanding
because of errors
in usage.
Sentences are
simplistic and
disjointed.
Text does not
clearly articulate
an argument or a
cogent
conclusion.
Text has many
spelling and
grammatical
errors.
Inconsistent
presentation
styles or does
not meet the
format
requirements.
Choice of
language
generally
articulates an
argument and a
conclusion, or
communicates
intended
meaning.
Text is generally
characterised by
competent use of
language.
Meaning is
generally clear
and
unambiguous.
Some spelling
and grammatical
errors are
evident in the
text. Some
inconsistent
presentation
styles or does
not fully meet
the format
requirements.
Choice of
language is
effective in
articulating an
argument and a
conclusion, or
communicating
intended
meaning.
Text is
characterised by
competent use of
language and
varying sentence
structure.
Meaning is clear
and
unambiguous.
Minor spelling
and grammatical
errors are
evident in the
text. Consistent
presentation
styles and meets
the format
requirements.
Choice of words
and sentence
structure is
precise and
demonstrates
command of
discipline-
specific
language skills.
Text uses
accurate
language to
articulate its
purpose.
Spelling,
grammar and
syntax are
generally error-
free. Good
presentation
styles and meets
the format
requirements.
Choice of words
and sentence
structure is
precise and
compelling and
demonstrates
outstanding
command of
discipline-
specific
language skills.
Text uses fluent
and accurate
language to
articulate its
purpose.
Spelling,
grammar and
syntax are error-
free. Very good
presentation
styles and meets
the format
requirements.
MARK5814 T1-2024 Assessment Information
7 February 2024
5
3. Individual Presentation (15%)
One aspect of developing a good Digital Marketing Plan is to do good research and get
feedback on improvements prior to putting the final report together. As part of the team,
students will be given time to work on their group projects during Week 1 – Week 4 (Tutorial
1 – Tutorial 4) and will then individually present their findings to the class/tutor for feedback
during Week 5 – Week 10 (Tutorial 5 – Tutorial 9).
Due date: 16:00, the day before the presentation.
Submission:
The presenting students are expected to submit a soft copy of PowerPoint slides 16:00 the
day before their presentation to TurnitinTM via Moodle. For example, PowerPoint slides
submission is due 16:00 Tuesday if the presentation is anytime on Wednesday. Similarly,
PowerPoint slides submission is due 16:00 Wednesday if the presentation is anytime on
Thursday. Standard late penalty applies for late submission of PowerPoint slides to
TurnitinTM via Moodle.
Task:
One member of each group will prepare and deliver an individual live presentation (up to
maximum 10 minutes) with respect to one key aspect of the Digital Marketing Plan.
• Group Member #1 to present in Week 5 (Tutorial 5) on organisation profile, situation
analysis, and main problem/opportunity identified.
• Group Member #2 to present in Week 6 (Tutorial 6) on persona, SMART objectives,
and overall strategy.
• Group Member #3 to present in Week 8 (Tutorial 7) on digital solution 1 – digital
marketing strategy, marketing tactic, detailed implementation, and action plan for this
specific solution.
• Group Member #4 to present in Week 9 (Tutorial 8) on digital solution 2 – digital
marketing strategy, marketing tactic, detailed implementation, and action plan for this
specific solution.
• Group Member #5 to present in Week 10 (Tutorial 9) on digital solution 3 – digital
marketing strategy, marketing tactic, detailed implementation, and action plan for this
specific solution.
Lectures are scheduled for these weeks. You are expected to make progress on the
assignment on your own. However, consultations can be arranged.
Presentation time: Maximum 10 minutes presentation + 5 minutes Q&A
Format requirements:
This course uses in-text referencing, for more information also see Business School Harvard
Referencing Guide - UNSW Business School.
https://www.business.unsw.edu.au/Students-Site/Documents/Harvardreferenceguide.pdf
MARK5814 T1-2024 Assessment Information
7 February 2024
6
You must reference all non-original work, e.g., if you take an idea from an academic journal
article, book, magazine, or website, you must reference it. Do not reference lecture
notes/PowerPoint, you must go to the original source, i.e., book, article, magazine, website.
Marking rubric:
CRITERIA FAIL PASS CREDIT DISTINCTION HIGH
DISTINCTION
Coherent,
professional and
logically
structured analysis
and
recommendations.
(60%)
No clear logic or
flow to the
presentation.
Poor research.
No appropriate
referencing. No
application of
digital marketing
concepts,
models, or
tactics.
Some structure
for the
presentation.
Adequate
research with
some mistakes &
correct
referencing.
Some
application of
digital marketing
concepts,
models, or
tactics.
Good logical
structure flow
for the
presentation and
well presented.
Good research &
correct
referencing.
Good application
of digital
marketing
concepts,
models, or
tactics.
Well-structured
presentation,
reflecting high
level of
integration in the
whole
presentation.
Very well
research from
multiple sources
& correct
referencing.
Very good
application of
digital marketing
concepts,
models, or
tactics.
Well-
structured,
synthesised
into a rich
presentation.
Excellent
logical structed
analysis and
flow. Very well
presented.
Excellent
research &
correct
referencing.
Excellent
application of
digital
marketing
concepts,
models, or
tactics.
Ability to engage
the audience using
the presentation.
(40%)
Poor opening
address. Poor
eye contact with
audience. A lot
of reading. Bad
body language.
Poor visual aids.
Difficult to
follow. Poor
time
management.
Neutral opening
address. Some
eye contact with
audience. Some
reading. Neutral
body language.
Some difficulty
to follow.
Ordinary visual
aids. Time
management
OK.
Neutral opening
address and eye
contact with
audience.
Engaged
audience
adequately. No
reading.
Expression
generally
accurate. Time
management
OK.
Good opening
address and eye
contact with
audience. Good
body language.
Have impact on
audience. Some
lapses in
attention noted.
Good time
management.
Very good
opening
address, eye
contact with
audience, and
body language.
Very good
visual aids.
Showed
creativity and
flair. Delivery
engaging and
memorable.
Very
professional.
Seamless time
management.
MARK5814 T1-2024 Assessment Information
7 February 2024
7
4. Group Project – Digital Marketing Plan (30%)
Due date: 16:00, Monday, 22 April 2024.
Word limit: Maximum 2,500 words (All included except UNSW assignment cover sheet,
references, and appendices).
Submission: To TurnitinTM via Moodle.
No. of students per group: 3 – 5.
Group formation (i.e., selecting your own group members) and firm/company selection
(i.e., your group will choose a firm/organisation from a list of available
firms/organisations) will be organised in Week 1 tutorial. Please make sure you attend
Week 1 tutorial. If you are unable to attend Week 1 tutorial, please contact your tutor
24 hours in advance to make an alternative arrangement.
Main tasks:
Applying the skills and knowledge developed in this course, as a digital marketing
consultant, you are required to create a Digital Marketing Plan for this Group Project for your
chosen firm/organisation that covers a three months period. In the Digital Marketing Plan,
you are required to analyse and identify the current marketing problem of the selected
firm/organisation, then propose digital marketing solutions.
Be creative and make the written report professional and reader-friendly.
Recommended structure and format for Digital Marketing Plan:
You can include but are not confined to the following components. Due to word limits, you
cannot include all dot points or components listed below. Some components listed below may
be not relevant to your specific analysis. You should choose to include the components that
suit your analysis. For example, there are different aspects of situation analysis. You may want
to focus on one or two aspects rather than generally talking about all aspects. Focusing on
one or two aspects can give you space to analyse in depth and suggest insights, which lead to
higher marks.
Please include: The School of Marketing Assignment Cover Sheet as the first page
Executive summary:
• The Executive summary should fit into a paragraph.
• A brief summary of the main goals and recommendations of the plan, helping readers
find the plan’s major points quickly.
MARK5814 T1-2024 Assessment Information
7 February 2024
8
• The Executive Summary should capture the soul of the plan. That is, the reader should
be able to know what the entire plan is about, without reading every single section.
1. The organisation profile
• Company background (industry, size, operations).
• Digital business models of the company.
• Description of the firm’s product or service portfolio.
2. Situation analysis
2.1 Online customer analysis
• Analysing online customer behaviors, online customer journey, and online customer
experiences.
• Analysing factors in the digital marketing environment that may affect customer
buying process.
2.2 Online market analyses and decisions
• Based on what criteria did you segment the whole online market?
• Briefly describe each online market segment.
• Evaluate 2 or 3 potential online market segments for the company, especially for
solving the main problem.
• Specify a set of online market segments selection criteria.
• Select a target online segment and argue for it as the most viable and profitable online
market segment based on your selection criteria.
• Supporting evidence and statistics to prove the viability and profitability of the online
segment.
2.3 Competitive analysis
• Conduct a brief competitive analysis for the company in the selected target online
segment.
• The analysis should be on 1 or 2 key online competitors.
• Impact of the internet on different competitive forces in the selected target online
segment.
MARK5814 T1-2024 Assessment Information
7 February 2024
9
2.4 Macro-environment analysis
• Political forces.
• Economic forces.
• Social forces.
• Technological forces.
• Legal forces.
• Environmental/cyber security risk.
3. Identify the main problem and SMART objectives for your digital marketing plan
• Identify the main problem based on the situation analysis.
• Identify the main reasons leading to the main problem. Design your strategies and
recommendations to address these reasons.
• Define financial objectives and digital marketing goals (i.e. sales volume, ROI), with
SMART criteria (please provide justifications for each of the SMART criteria, e.g. why
and how you choose or decide on each criterion?)
4. Specific digital marketing strategies
• Strategy formulation for your solutions.
• Customer persona, segmentation and targeting.
• Digital media and marketing mix implications: product, price, place, promotion,
people, process, and physical evidence.
• Approach to social media to improve customer loyalty and advocacy.
• Plan to manage customer engagement and customer relationship using digital tools.
5. Potential solutions
• Set out 2 or 3 optional digital solutions or marketing tactics to the main problems.
• Analyse the pros and cons of these 2 or 3 digital optional solutions.
• With each potential digital solution implemented, what is the return on investment
(ROI), feasibility of implementation?
• Anticipate important positive or negative developments in the business environment
that might have an impact on these potential digital solutions.
• Recommend the best digital solution with rationales and justifications.
MARK5814 T1-2024 Assessment Information
7 February 2024
10
6. Implementation and action plans
• How to deliver the digital customer experience for your strategies? Launch a new
website or app? Upgrade current website or app?
• Design a specific digital marketing/media campaign.
• Which digital media channel to use for the campaign? Assess the suitability of different
digital media channels for your designed campaign.
• Spells out specific action programs that answer the following questions: What will be
done? When will it be done? Who will do it? How much will it cost? Does the company
need to recruit new talents to implement the plan? Does the company need to hire
external agencies to implement the plan?
• Craft key activities that the company should undertake in the plan time frame.
7. Evaluation of your digital marketing strategies and campaigns
• Design a process to collect measures for your digital marketing strategies and
campaigns.
• Provide an estimation of all costs and potential returns that might incur due to the
implementations of your digital marketing strategies and campaigns. What is the
baseline for the estimates? What are the references?
• What are the milestones to achieve for your recommended plan, that can serve as
progress checkpoints? What data will be collected during the implementation? How to
analyse the data to review the plan progress?
8. Reference list
9. Appendix (if applicable)
• You are free to include an appendix; however, no mark is allocated to the information
contained in the appendix.
Additional format requirements:
• Font: Headings - Font size: 14; main text - Font size: 12. Times New Roman is
preferable.
• Margin: 2.5 cm.
MARK5814 T1-2024 Assessment Information
7 February 2024
11
• Space: Double-spaced throughout the paper, except the Executive Summary.
• Presentation style for Executive Summary: Font size: 12, 1.5 spaced, no more than
one page.
• This course uses in-text referencing, for more information also see Business School
Harvard Referencing Guide - UNSW Business School.
https://www.business.unsw.edu.au/Students-
Site/Documents/Harvardreferenceguide.pdf
You must reference all non-original work, e.g., if you take an idea from an academic journal
article, book, magazine, or website, you must reference it. Do not reference lecture
notes/PowerPoint, you must go to the original source, i.e., book, article, magazine, website.
Manage group dynamics:
You are expected to actively manage the conduct of meetings and record members’
contributions and the decisions/actions agreed to at each meeting. Clearly documented
procedures and agreed outcomes are a sound professional tool when working in groups. Each
student within the group will receive the same mark unless there is a dispute about an
individual’s contribution.
Choose your group members wisely. It is important to note that management of group
dynamics is your responsibility. Keep in mind that assignment of clear responsibilities as well
as development of consistent group norms, such as regular meetings, communication, and
division of labour, is essential for cohesive group performance. Also, take note of the meeting
discussions and group dynamics in case there is any dispute on the contribution of the
members.
Conflict and grievance procedures:
Groups function best when everyone participates actively in the development and resolution
of the task. However, sometimes you will need to address situations where one or more
members do not attend meetings or complete their work. In the first instance, such issues
should be handled within your group.
If a grievance issue arises and it cannot be resolved within the group, then the next step is to
discuss the situation with the lecturer. Based on the evidence provided, the lecturer will make
a decision as to whether a single group mark is warranted or whether individual marks are to
be awarded. Please keep your meeting notes, drafts, and email communication in case there is
any dispute.
MARK5814 T1-2024 Assessment Information
7 February 2024
12
Marking rubric:
CRITERIA FAIL PASS CREDIT DISTINCTION HIGH
DISTINCTION
Level of summary,
research,
referencing,
presentation style
and formatting
(30%)
Poorly research.
No appropriate
referencing.
Inconsistent
presentation
styles through all
parts.
Research
adequate.
Correct
referencing.
Some
inconsistent
presentation
styles through all
parts.
Research good.
Correct
referencing.
Consistent
presentation
styles through all
parts.
Researched very
well (multiple
good sources).
Correct
referencing.
Consistent
presentation
styles through all
parts.
Research
excellent.
Correct
referencing.
Consistent
presentation
styles through
all parts.
Appropriate
use of tables
and diagrams.
Coherent,
professional and
logically
structured analysis
and
recommendations
(50%)
No clear logic or
flow to the
report. No
application of
course concepts
or models in
problem
identification,
analysis and/or
solution
identification.
Some structure
for the report,
though relatively
poor integration
between report
parts. Little
support among
report parts.
Some
application of
course concepts
or models in
problem
identification,
analysis and/or
solution
identification.
Good logical
structure flow
for the report
and from one
report part to
another. Some
support among
report parts.
Good application
of course
concepts or
models in
problem
identification,
analysis and/or
solution
identification.
Well-structured
report, reflecting
high level of
integration
among different
report parts.
Good support
among report
parts. Very good
application of
course concepts
or models in
problem
identification,
analysis and/or
solution
identification.
Well-
structured,
synthesised
into a rich
report.
Excellent
logical
structured
analysis and
flow from one
report part to
another.
Excellent
support among
report parts.
Excellent
application of
course
concepts or
models in
problem
identification,
analysis and/or
solution
identification.
Clear, concise,
insightful writing
(20%)
Poor level of
reflected
understanding.
Inaccurate
expression
making meaning
unclear.
Basic effort in
reflecting
understanding.
Inaccurate
expression
making meaning
sometimes
unclear.
Some insightful
reflection.
Expression
generally
accurate.
Insightful
reflection.
Consistent
expression
making meaning
concise and
clear.
Exceptionally
insightful
(reflected
understanding).
Fluent
expression
making it very
easy to read
and
comprehend.
MARK5814 T1-2024 Assessment Information
7 February 2024
13
5. Individual Assignment – Digital Marketing Evaluation Report (30%)
Due date: 16:00, Sunday, 28 April 2024.
Word limit: Maximum 2,500 words (All included except UNSW assignment cover sheet,
references, and appendices).
Submission: To TurnitinTM via Moodle.
Task:
This report is designed to help you reflect on your own experiences as a consumer being
targeted by a specific brand through its digital marketing activities. The brand can be any
brand with which you have had multiple engagement, purchasing, or consumption
experiences. For example, it could be a fashion brand, an online marketplace, an online game,
a food delivery service, or an online streaming service. Ideally, you should select a brand
where some forms of digital engagement exist. By recording and analyzing your own
experiences, particularly in reference to the theories of digital marketing, you should begin to
evaluate the effectiveness of certain digital marketing efforts.
For this assignment, you are required to discuss your experiences with the digital marketing
activities of your chosen brand. The digital marketing activities may include, for example,
social media marketing, mobile app marketing, content marketing, email and SMS marketing,
referral marketing, and/or display advertising, aimed at increasing your engagement with the
brand.
Format and instruction:
Please include: The School of Marketing Assignment Cover Sheet as the first page
Executive summary:
You should only briefly summarise the digital marketing activities experienced, digital
marketing theories discussed, and key recommendation(s) proposed. This should be no more
than half a page. Have a separate page for the executive summary.
1. Description of the digital marketing activities experienced.
Describe your chosen brand (focus on only one brand, the brand can be any firm or
organisation) and its business model. Describe in detail what specific digital marketing
activities the brand has done to engage you. Document each digital marketing activity
experienced and what value you received from each activity (e.g., quality value, economic
value, social value, emotional value). Discuss at least two digital marketing activities. You
are also required to give an overall engagement rating and whether you would recommend
this brand to a close friend or family member (all using 5-point scales).
This section should be no more than 800 words.
MARK5814 T1-2024 Assessment Information
7 February 2024
14
2. Analyse and evaluate the digital marketing activities experienced.
Analyse and evaluate the digital marketing activities using relevant digital marketing theories
(concepts, frameworks and/or models) and support this with good secondary data.
In addition to the MARK5814 text, you should at least read and refer to two recent academic
journal articles (published after 2016, excluding 2016) that are related to the digital marketing
theories you are going to apply to analyse your experience and form your recommendation(s)
and implementation.
This section should be no more than 800 words.
3. Recommendation(s) and implementation
Based on the analysis, make a recommendation for improvement - or if your evaluation was a
very positive one, then indicate what lessons could be passed on to other brands. By applying
digital marketing theories, you should briefly make a recommendation on how the brand may
improve their digital marketing activities. However, do not recommend theory or ideas in this
section. Practical and specific recommendation(s) are required. Recommendation(s) should
be evaluated in terms of its advantages and disadvantages (strong and weak points) and you
need to justify your recommendation(s). No more than two recommendations should be
made. Use valid supporting evidence to argue why such recommendations are practical and
useful.
In this section you should specifically explain how you would implement the recommended
solutions. What should be done, by whom, when, in what sequence, what it will cost (rough
estimates) and other such issues.
Remember, if a recommended solution cannot be realistically implemented, then it is not a
solution at all.
This section should be no more than 800 words.
4. Reference list
5. Appendix (if applicable)
• You are free to include an appendix; however, no mark is allocated to the information
contained in the appendix.
Additional format requirements:
• Font: Headings - Font size: 14; main text - Font size: 12. Times New Roman is
preferable.
• Margin: 2.5 cm.
• Space: Double-spaced throughout the paper, except the Executive Summary.
• Presentation style for Executive Summary: Font size: 12, 1.5 spaced, no more than
half a page.
MARK5814 T1-2024 Assessment Information
7 February 2024
15
• This course uses in-text referencing, for more information also see Business School
Harvard Referencing Guide - UNSW Business School.
https://www.business.unsw.edu.au/Students-
Site/Documents/Harvardreferenceguide.pdf
You must reference all non-original work, e.g., if you take an idea from an academic journal
article, book, magazine, or website, you must reference it. Do not reference lecture
notes/PowerPoint, you must go to the original source, i.e., book, article, magazine, website.
Marking rubric:
CRITERIA FAIL PASS CREDIT DISTINCTION HIGH
DISTINCTION
Level of summary,
research,
referencing,
presentation style
and formatting
(30%)
Poorly research.
No appropriate
referencing.
Inconsistent
presentation
styles through all
parts.
Research
adequate.
Correct
referencing.
Some
inconsistent
presentation
styles through all
parts.
Research good.
Correct
referencing.
Consistent
presentation
styles through all
parts.
Researched very
well (multiple
good sources).
Correct
referencing.
Consistent
presentation
styles through all
parts.
Research
excellent.
Correct
referencing.
Consistent
presentation
styles through
all parts.
Appropriate
use of tables
and diagrams.
Coherent,
professional and
logically
structured analysis
and
recommendations
(50%)
No clear logic or
flow to the
report. No
application of
course concepts
or models in
problem
identification,
analysis and/or
solution
identification.
Some structure
for the report,
though relatively
poor integration
between report
parts. Little
support among
report parts.
Some
application of
course concepts
or models in
problem
identification,
analysis and/or
solution
identification.
Good logical
structure flow
for the report
and from one
report part to
another. Some
support among
report parts.
Good application
of course
concepts or
models in
problem
identification,
analysis and/or
solution
identification.
Well-structured
report, reflecting
high level of
integration
among different
report parts.
Good support
among report
parts. Very good
application of
course concepts
or models in
problem
identification,
analysis and/or
solution
identification.
Well-
structured,
synthesised
into a rich
report.
Excellent
logical
structured
analysis and
flow from one
report part to
another.
Excellent
support among
report parts.
Excellent
application of
course
concepts or
models in
problem
identification,
analysis and/or
solution
identification.
Clear, concise,
insightful writing
(20%)
Poor level of
reflected
understanding.
Inaccurate
expression
making meaning
unclear.
Basic effort in
reflecting
understanding.
Inaccurate
expression
making meaning
sometimes
unclear.
Some insightful
reflection.
Expression
generally
accurate.
Insightful
reflection.
Consistent
expression
making meaning
concise and
clear.
Exceptionally
insightful
(reflected
understanding).
Fluent
expression
making it very
easy to read
and
comprehend.
